Millennials: Impact of their Behaviour on Global Consumer Markets
Millennials – defined here as consumers aged 25-34 years – represent a sizable demographic, ranging from 11% of the population in ageing Japan, to 18% in more youthful markets, such as Vietnam and South Africa, to 31% in extreme cases such as the UAE, where there is a large group of workforce age expats present.
Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Identify factors driving change now and in the future
- Understand motivation
- Forward-looking outlook
- Briefings and presentation should provoke lively discussion at senior level
- Take a step back from micro trends
- Get up to date estimates and comment
Executive Summary
Millennials: A Large Demographic - But Not Always A Wealthy One
Chart 1 Millennial Population vs Gross Income 2015
We Are Not All the Same: Consumer Segmentation
Chart 2 Global Millennials by Consumer Type 2013
Developed Market Millennials Vs Developing Market Millennials: A Tale of Two Economic Patterns
What Does the Millennial Want? - Experience, Value, Interactivity
Hyperconnectivity - the Smartphone As the Centre of Life
Translating Wishes Into Market Drivers - Food
Chart 3 Retail Sales of Sweet and Savoury Snacks in Selected Markets 2014-2019
Translating Wishes Into Market Drivers - Leisure
Chart 4 Total Spending by Outbound Travellers by Region 2014-2019
Translating Wishes Into Market Drivers - Appearance
Chart 5 Total Retail Sales of Beauty and Personal Care by Region 2014-2019
Targeting the Right Millennial
Summary 1 The Undaunted Striver
Summary 2 The Impulsive Spender
Summary 3 The Secure Traditionalist
Summary 4 The Balanced Optimist
Introduction
Euromonitor International Surveys
Demographics
Largest Millennial Populations
Table 1 Largest Population of Millennials by Market and by % of Total Population 2014
Table 2 Largest Population of Millennials by Market and by Age Group 2014
Largest Millennial Populations Vs Millennial Gross Income
Table 3 Highest Average Gross Incomes Among Millennials by Market 2014
Table 4 Index of Millennial Gross Income vs Average Gross Income by Market 2014
Chart 6 Highest Average Gross Incomes by Market among Millennials vs Population 2014
Millennial Unemployment: A Blocker To Growth
Table 5 Unemployment Rates in the Largest Millennial Markets 2014
Highest Potential Developing Markets
Summary 5 Highest Potential Developing Markets
Who Is the Millennial?
Who Is the Millennial?: Consumer Segmentation
Chart 7 Global Millennials by Consumer Type 2013
Summary 6 The Undaunted Striver
Summary 7 The Balanced Optimist
Summary 8 The Secure Traditionalist
Summary 9 The Conservative Homebody
Summary 10 The Impulsive Spender
Summary 11 The Aspiring Struggler
Summary 12 The Independent Sceptic
Millennials Are Far From Globally Homogeneous
Chart 8 Millennials by Consumer Type and by Country 2013
Chart 9 Millennial Consumer Types in France 2013
Chart 10 Millennial Consumer Types in Germany 2013
Chart 11 Millennial Consumer Types in the UK 2013
Chart 12 Millennial Consumer Types in the US 2013
Chart 13 Millennial Consumer Types in Brazil 2013
Chart 14 Millennial Consumer Types in China 2013
Chart 15 Millennial Consumer Types in India 2013
Chart 16 Millennial Consumer Types in Russia 2013
Chart 17 Millennial Consumer Types in Japan 2013
Consumer Behaviour
Changing Life Priorities: Millennials Put More Emphasis on Careers and Social Status
Chart 18 Happiness Factors (set 1) 2013
Chart 19 Happiness Factors (set 2) 2013
Table 6 Top Scoring Happiness Factors by Country: Factors Where Millennials Over-index 2013
Deprioritising the Traditional: Marriage, Homes and Family
Table 7 Average Age of Women at First Marriage 2000/2014
Table 8 Average Age of Men at First Marriage 2000/2014
Table 9 Average Age of Women at First Childbirth 2000/2014
Chart 20 Happiness Factors: Having Children
Belief Systems: Rejecting Spirituality, Embracing the Environment, Engaging in the Community
Summary 13 Spirituality as a Factor in a Happy Life 2013
Summary 14 'Being active in the community is important to me' 2013
Summary 15 'I am worried about climate change' 2013
Anti-materialism: Experiences, Not Things
Summary 16 'Over the next 12 months I plan to increase my spending on.' 2013
Indulgence and Individualism
Table 10 'I regularly buy myself small treats because I feel I deserve them' 2013
Anti-branding? No, Anti the Wrong Branding
Summary 17 'I prefer branded goods to non-branded alternatives' 2013
Communication and Engagement With Technology: Hyperconnectivity
Summary 18 ' I spend over three hours a day on my personal smartphone' 2013
Table 11 Areas of Life That Mobile Technology has Significantly Transformed 2014
Chart 21 Online Purchase of Item or Service in the Last Month by Device and by Age 2015
Market Impact
Eating: We Want Quick, Healthy Food Which Is Sustainable and Gives US An Experience. Oh, and Please Make It Just for Me.
Chart 22 Total Retail Sales of Packaged Food by Region 2014-2019
Chart 23 'I am willing to pay more for fresh food when it offers me.' Priorities by Consumer Type 2013
Chart 24 'I am willing to pay more for packaged food when it offers me.' Priorities by Consumer Type 2013
Chart 25 'I am willing to pay more for packaged food when it offers me health and nutritional benefits' 2013
Chart 26 Retail Sales of Gluten-Free Food in Selected Markets 2014-2019
Chart 27 Retail Sales of Bread in Selected Markets 2014-2019
Chart 28 Retail Sales of Reduced Sugar Packaged Food in Selected Markets 2014-2019
Chart 29 'I am willing to pay more for packaged food when it is environmentally/ethically conscious' 2013
Chart 30 Retail Sales of Organic Packaged Food in Selected Markets 2014-2019
Chart 31 'I am willing to pay more for packaged food when it offers me convenience' 2013
Chart 32 How Often Do You Eat A Ready Meal or Feed A Ready Meal to Others by Country? 2013
Chart 33 Retail Sales of Sweet and Savoury Snacks in Selected Markets 2014-2019
Chart 34 Retail Sales of Ready Meals in Selected Markets 2014-2019
Summary 19 'I plan to spend more on restaurants in the next 12 months' 2013
Chart 35 Retail Sales of Spicy Table Sauces in Selected Markets 2014-2019
Leisure: Health, Technology and Experiences
Table 12 Do you Participate in the Following Once a Month or More? 2013
Summary 20 'I plan to spend more on new technology in the next 12 months' 2013
Chart 36 Global Retail Sales of Consumer Electronics by Type 2015-2020
Chart 37 Retail Sales of Luxury Electronic Gadgets by Country 2014-2019
Summary 21 'I plan to spend more on visits to cinema/concert/theatre in the next 12 months' 2013
Summary 22 'I plan to spend more on travel/vacations in the next 12 months' 2013
Chart 38 Total Spending by Outbound Travellers by Region 2014-2019
Appearances
Chart 39 Total Retail Sales of Apparel and Footwear by Region 2014-2019
Summary 23 'I plan to spend more on clothing/footwear in the next 12 months' 2013
Chart 40 Retail Sales of Luxury Fashion Brands by Market 2014-2019
Chart 41 Total Retail Sales of Beauty and Personal Care by Region 2014-2019
Chart 42 'I am willing to pay more for toiletries when they offer me.' 2013
Chart 43 'I am willing to pay more for toiletries when they offer me.' Priorities by Consumer Type 2013
Chart 44 'I am willing to pay more for beauty products when they offer me.' Priorities by Consumer Type 2013
Chart 45 'I am willing to pay more for beauty products when they offer me a limited edition' 2013
Table 13 Online Retail Sales of Beauty and Personal Care by Country 2009/2014
Millennials: A Large Demographic - But Not Always A Wealthy One
Chart 1 Millennial Population vs Gross Income 2015
We Are Not All the Same: Consumer Segmentation
Chart 2 Global Millennials by Consumer Type 2013
Developed Market Millennials Vs Developing Market Millennials: A Tale of Two Economic Patterns
What Does the Millennial Want? - Experience, Value, Interactivity
Hyperconnectivity - the Smartphone As the Centre of Life
Translating Wishes Into Market Drivers - Food
Chart 3 Retail Sales of Sweet and Savoury Snacks in Selected Markets 2014-2019
Translating Wishes Into Market Drivers - Leisure
Chart 4 Total Spending by Outbound Travellers by Region 2014-2019
Translating Wishes Into Market Drivers - Appearance
Chart 5 Total Retail Sales of Beauty and Personal Care by Region 2014-2019
Targeting the Right Millennial
Summary 1 The Undaunted Striver
Summary 2 The Impulsive Spender
Summary 3 The Secure Traditionalist
Summary 4 The Balanced Optimist
Introduction
Euromonitor International Surveys
Demographics
Largest Millennial Populations
Table 1 Largest Population of Millennials by Market and by % of Total Population 2014
Table 2 Largest Population of Millennials by Market and by Age Group 2014
Largest Millennial Populations Vs Millennial Gross Income
Table 3 Highest Average Gross Incomes Among Millennials by Market 2014
Table 4 Index of Millennial Gross Income vs Average Gross Income by Market 2014
Chart 6 Highest Average Gross Incomes by Market among Millennials vs Population 2014
Millennial Unemployment: A Blocker To Growth
Table 5 Unemployment Rates in the Largest Millennial Markets 2014
Highest Potential Developing Markets
Summary 5 Highest Potential Developing Markets
Who Is the Millennial?
Who Is the Millennial?: Consumer Segmentation
Chart 7 Global Millennials by Consumer Type 2013
Summary 6 The Undaunted Striver
Summary 7 The Balanced Optimist
Summary 8 The Secure Traditionalist
Summary 9 The Conservative Homebody
Summary 10 The Impulsive Spender
Summary 11 The Aspiring Struggler
Summary 12 The Independent Sceptic
Millennials Are Far From Globally Homogeneous
Chart 8 Millennials by Consumer Type and by Country 2013
Chart 9 Millennial Consumer Types in France 2013
Chart 10 Millennial Consumer Types in Germany 2013
Chart 11 Millennial Consumer Types in the UK 2013
Chart 12 Millennial Consumer Types in the US 2013
Chart 13 Millennial Consumer Types in Brazil 2013
Chart 14 Millennial Consumer Types in China 2013
Chart 15 Millennial Consumer Types in India 2013
Chart 16 Millennial Consumer Types in Russia 2013
Chart 17 Millennial Consumer Types in Japan 2013
Consumer Behaviour
Changing Life Priorities: Millennials Put More Emphasis on Careers and Social Status
Chart 18 Happiness Factors (set 1) 2013
Chart 19 Happiness Factors (set 2) 2013
Table 6 Top Scoring Happiness Factors by Country: Factors Where Millennials Over-index 2013
Deprioritising the Traditional: Marriage, Homes and Family
Table 7 Average Age of Women at First Marriage 2000/2014
Table 8 Average Age of Men at First Marriage 2000/2014
Table 9 Average Age of Women at First Childbirth 2000/2014
Chart 20 Happiness Factors: Having Children
Belief Systems: Rejecting Spirituality, Embracing the Environment, Engaging in the Community
Summary 13 Spirituality as a Factor in a Happy Life 2013
Summary 14 'Being active in the community is important to me' 2013
Summary 15 'I am worried about climate change' 2013
Anti-materialism: Experiences, Not Things
Summary 16 'Over the next 12 months I plan to increase my spending on.' 2013
Indulgence and Individualism
Table 10 'I regularly buy myself small treats because I feel I deserve them' 2013
Anti-branding? No, Anti the Wrong Branding
Summary 17 'I prefer branded goods to non-branded alternatives' 2013
Communication and Engagement With Technology: Hyperconnectivity
Summary 18 ' I spend over three hours a day on my personal smartphone' 2013
Table 11 Areas of Life That Mobile Technology has Significantly Transformed 2014
Chart 21 Online Purchase of Item or Service in the Last Month by Device and by Age 2015
Market Impact
Eating: We Want Quick, Healthy Food Which Is Sustainable and Gives US An Experience. Oh, and Please Make It Just for Me.
Chart 22 Total Retail Sales of Packaged Food by Region 2014-2019
Chart 23 'I am willing to pay more for fresh food when it offers me.' Priorities by Consumer Type 2013
Chart 24 'I am willing to pay more for packaged food when it offers me.' Priorities by Consumer Type 2013
Chart 25 'I am willing to pay more for packaged food when it offers me health and nutritional benefits' 2013
Chart 26 Retail Sales of Gluten-Free Food in Selected Markets 2014-2019
Chart 27 Retail Sales of Bread in Selected Markets 2014-2019
Chart 28 Retail Sales of Reduced Sugar Packaged Food in Selected Markets 2014-2019
Chart 29 'I am willing to pay more for packaged food when it is environmentally/ethically conscious' 2013
Chart 30 Retail Sales of Organic Packaged Food in Selected Markets 2014-2019
Chart 31 'I am willing to pay more for packaged food when it offers me convenience' 2013
Chart 32 How Often Do You Eat A Ready Meal or Feed A Ready Meal to Others by Country? 2013
Chart 33 Retail Sales of Sweet and Savoury Snacks in Selected Markets 2014-2019
Chart 34 Retail Sales of Ready Meals in Selected Markets 2014-2019
Summary 19 'I plan to spend more on restaurants in the next 12 months' 2013
Chart 35 Retail Sales of Spicy Table Sauces in Selected Markets 2014-2019
Leisure: Health, Technology and Experiences
Table 12 Do you Participate in the Following Once a Month or More? 2013
Summary 20 'I plan to spend more on new technology in the next 12 months' 2013
Chart 36 Global Retail Sales of Consumer Electronics by Type 2015-2020
Chart 37 Retail Sales of Luxury Electronic Gadgets by Country 2014-2019
Summary 21 'I plan to spend more on visits to cinema/concert/theatre in the next 12 months' 2013
Summary 22 'I plan to spend more on travel/vacations in the next 12 months' 2013
Chart 38 Total Spending by Outbound Travellers by Region 2014-2019
Appearances
Chart 39 Total Retail Sales of Apparel and Footwear by Region 2014-2019
Summary 23 'I plan to spend more on clothing/footwear in the next 12 months' 2013
Chart 40 Retail Sales of Luxury Fashion Brands by Market 2014-2019
Chart 41 Total Retail Sales of Beauty and Personal Care by Region 2014-2019
Chart 42 'I am willing to pay more for toiletries when they offer me.' 2013
Chart 43 'I am willing to pay more for toiletries when they offer me.' Priorities by Consumer Type 2013
Chart 44 'I am willing to pay more for beauty products when they offer me.' Priorities by Consumer Type 2013
Chart 45 'I am willing to pay more for beauty products when they offer me a limited edition' 2013
Table 13 Online Retail Sales of Beauty and Personal Care by Country 2009/2014
